Write More Persuasive - Member

Oct 1, 2022

The Research-Based Way to make your writing More persuasive

Wouldn't it be nice to have find a method to make what that you write more compelling?

It's likely that you've seen his "hierarchy of needs". The phrase has become a staple in marketing circles. The problem is, it's not founded on actual research. Maslow created it out of what he thought.

Fine. This is how many theories are born, but eventually they need tested. Maslow's theories have been tested but the results are mixed at best.

This is why psychologists such as Henry Murray and David McClelland were constantly pushing Maslow's original theories.

McClelland specifically, has conducted numerous studies with McClelland's Thematic Apperception Test (TAT). The TAT isn't an ideal test, however as ScienceDirect states the test "is helpful in uncovering a patient's dominant motivations, emotional states, as well as the root of their personality conflicts".

McClelland used it to refine Maslow's theory of needs.

What did he find?

That, in reality, is really just three requirements that drive human behaviour. Three requirements that drive 90% of how and how we behave the way we perform. Useful for those (like you and I) trying to inspire others into action?

Uh, yeah.

What are these "three necessities"?

The need for Power
The necessity for Achievement
The Need for Affiliation

McClelland discovered that, of the different needs identified my Maslow and Murray McLelland, 86% those who were dominant were on one or more of these three areas. Data, evidence, and something that you can be confident in.

What exactly is each of these needs?

The Demand for Power

When they hear "power" when they hear the word "power," they immediately think of control and evil despots like Stalin as well as Hitler. This is a one aspect, but it's more about influence. This is the power to impact the world around you -things, people such as objects, people, etc. Imagine a toddler throwing a ball suddenly starts to giggle uncontrollably. It's the ability of her to regulate something that isn't her that causes her to light up. It's the need for Power.

Phrases you might use in your messaging to appeal to this need could include the following:

"more control..."
"change the world" ..."
"have tremendous impacts ..."
"dominate..."
"greater influence..."

It's about their desire to influence and impact the world around them since, for those who are with a high Need for Power it is the reason that drives their actions.

The necessity for Achievement

The need for this is closer to it sounds -- that desire to succeed. Set a goal then work towards it then finally achieve it. The people who are high on the Need for Achievement want to perform that same procedure over and over.

A little nuance, though. If a goal seems too easy, it won't bring the satisfaction they're after and it won't motivate them. If a goal is too hard, they'll assume they're not capable of achieving it, and that's why it doesn't encourage them.

The goal needs to be "just right" in order to motivate individuals who have this ability. But, put challenging but achievable goals in front of their minds and they'll grind each and every day as if they were a machine.

A phrase you can use for your messages for this purpose are things like:

"mastery"
"achieve your goals"
"challenge yourself"
"show what your made from"
"be everything you are"

The most important thing, now the final requirement is...

The necessity of affiliating

As McClelland says, this is "The desire to have connected and feel a sense of belonging within a social group." This one's most well-known. Social networks have demonstrated people's need for connection and feeling of belonging.

Today, many products and services include community-based services, Facebook groups, live occasions, virtual events and more.

It's still important to add these phrases to your message. Phrases you might use include:

"join with a community of fellow-minded"
"connect with other"
"we're one of you"
"welcome to the family"

How do you make use of all this?

Well, consider that virtually all (good) copywriting can be "reason-why" based. You're giving people reasons why they should take the action you're asking them to (subscribe to your mailing list purchase your product, join your online community, etc.).

Therefore, any argument of any kind is broken into two parts:

Make this move
Because reason why

Three needs will reveal the "reasons why" should be. It is important to address those three needs since this is what drives people to do something. That's what will make your writing, speaking, whatever kind of messaging that you're sending out... better persuasive.

It's true that you have to be able to demonstrate these assertions with evidence, get attention and all that... but getting your appeal right in the first place is critical. Otherwise, people just shrug and look at the wall and say "Eh what's the point?" It doesn't animate people.

If you're sitting down to write some copy or create video scripts, you should do not think about Maslow and remember McClelland. Your copy will thank you for it.

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